CareerBuilder put out a well-written newsletter this week that I am still trying to find time to read. This article by Tom Hopkins provides 10 fundamental sales points that apply to all selling situations.
My favorite:
Sales Killer #5: Lack of a qualification system.
A certain percentage of the people you talk with won’t be good candidates for your product or service. If they don’t have the need or the money for your product or service, there’s no sale. Your challenge is to figure this out as early in your communication with them as possible. Come up with at least three or four questions, the answers to which will tell you if they’re qualified to own your offering.
Selling should really be called qualifying since that is the essence of success. If we could pick only 1 skill for a salesperson, it would be the ability to accurately and efficiently qualifying prospects.
On a side note, if you read the 10 points, you will notice that Hopkins is not describing a brash, outgoing salesperson. Our society’s stereotypical image for an effective salesperson is someone who can talk your ear off. Most of us have encountered these talkative types who people say would be great in sales. Not because they are good listeners. Not because they are subtle, but strong, in their influence. No, it is simply their gift to gab.
Think about that stereotype next time you are hiring. There is not one highly effective selling style that fits all sales positions. My recommendation is not to disqualify a sales candidate simply because they do not fit this talkative stereotype. Some of the most effective salespeople we assess are introverted listeners.